Social Media Gives Underdog Under Armour The Edge

The Internet is based on a layered, end-to-end model that allows people at each level of the network to innovate free of any central control. By placing intelligence at the edges rather than control in the middle of the network, the Internet has created a platform for innovation.~ Vinton Cerf

Social media’s greatest strength may be giving voice to the underdog. As President and CEO Kevin Plank of Under Armour noted recently in an interview with Nightly Business Report’s Rick Horrow, the company is poised to compete with athletic giants, the likes of Reebok and Nike, and is leveraging its innovation with social media.

As a lifestyle brand delivering hi-tech performance, Under Armour has used social media to drive engagement with its winning “Ultimate Intern” competition, a search contest that has succeeded in creating brand buzz. Of course, social media is uniquely suited to reach the company’s core target audience of 13 to 24 year-olds. Under Armour continues to innovate by kicking it up a notch; by giving us in effect a 50 yard line view of player performances tweeted by experts at the NFL Draft Combine.

So, what’s your favorite athletic brand? Do you play with athletic companies via social media? Let’s all make an effort to get in the game. Share your thoughts on innovating in the digital age.

3 Comments

I agree! Under Armour is leading the field because of the willingness to dive in and create a social presence . . where others in the industry are lagging behind.

I do “play” with athletic companies at their social media sites — Nike, for example. With 8.7 million “likes’ on their Facebook page, they definitely have a following. Nike has created pages by sports interest to garner fans from all walks of sports and athletics. As Bill Bowerman says, “If you have a body, you are an athlete.” (I always KNEW i was an athlete!). While Nike has a huge Facebook presence, I haven’t seen anything quite as innovative as what Under Armour has done to increase engagement and grow their business.

shobhasky

Under Armour has taken the initiative to promote its brand through social media in a way that other companies will probably follow suit. Social media allows underdog companies to have equal or near equal footing with major brands, levelling the playing field.